E-SPORTS - 2017.iforum.ua market overview_Iv2.pdf · e-sports industry ~$8 bln sports industry...
Transcript of E-SPORTS - 2017.iforum.ua market overview_Iv2.pdf · e-sports industry ~$8 bln sports industry...
E-SPORTSMARKET OVERVIEW
GENERAL OVERVIEW
E-SPORTS AUDIENCE, M
0
200
300
400
500
100
2015
115
E-SPORTS ENTHUSIASTS
OCCASIONAL VIEWERS
120
161
163
195
195
224
220
264
251
2016 2017 2018 2019
E-SPORTS REVENUE, $
2015 2016 2017 2018 20190
400M
800M
1,2BN
325M490M
700M
940M
1,2BN
+51%YoY
+43%YoY
+34%YoY
+28%YoY
CAGR 40%
TOTAL REVENUES TOTAL REVENUES
2016
$490M2019
$1,2BN
ARPU GROWTH
235
324
+36%YoY 390
+20%YoY
444
+14%YoY
515
+16%YoY
$3,3REVENUESPER FAN $4,8 REVENUES
PER FAN
E-SPORTS MARKET
STRONG CONSUMER MARKET WITH UNTAPPED POTENTIAL
* DATA SOURCES - NEWZOO RESEARCHES AND DASHBOARD
SPLIT BY REGION AND CATEGORY
NORTHAMERICA
$257MSOUTHKOREA
$47M
LATINAMERICA
$20M
WESTERNEUROPE
$151MEASTERNEUROPE
$77M
SOUTHEASTASIA
$20M
CHINA
$105M
* DATA SOURCES - NEWZOO RESEARCHES AND DASHBOARD
SPONSORSHIP
ADVERTISING
GAME PUBLISHER FEES
MEDIA RIGHTS
MERCHANDISE & TICKETS
155M
117M
95M
268M
65M
700M
REVENUE PER CATEGORY, $, 2017
GLOBAL MARKET
$700M
E-SPORTS ECO-SYSTEM
GAME DEVELOPERS & PUBLISHERS TEAMS AND PLAYERS
CHANNELS EVENTS & LEAGUES
VISPA
COMPANIES WHICH DEVELOP, PUBLISH AND SUPPORT E-SPORTS GAMES
GROUP OF PROFESSIONAL GAMERS UNITED UNDER ONE BRAND. EACH BRAND CAN HAVE SEVERAL TEAMS IN MULTIPLE GAME TITLES
BROADCASTING PLATFORMS THAT ALLOW FANS TO WATCH LIVE E-SPORTS ACTIONS
ORGANIZATIONS WHICH CREATE AND HOLD ONLINE/OFFLINE TOURNAMENTS
WHY E-SPORTS?
SPORTS CLUBS AND OWNERS BUYOUT E-SPORTS TEAMS BRANDS OR CREATE E-SPORTS DIVISIONS
SPORTS CLUBSGAME DEVELOPERS ARE MAKING E-SPORTS #1 MARKETING TOOL
GAME DEVELOPERS
MAJOR TV CHANNELS START TOBROADCASTING E-SPORTS LEAGUESAND TOURNAMENTS
TV CHANNELSARPU IN E-SPORTS WILL GROW 8 TIMES BIGGER IN UPCOMING 10 YEARS
ARPU
10 YEARS2$
16$
E-SPORTS AUDIENCE
owns an iPhone vs 38% of online population
42%
streams via Twitchvs 3% of gamers
20%
has subscriptionvs 13% of online population
35%
watchesvs 13% of online population
22%
has very positivebrand attitudevs 42% of gamers
58%
uses Google Playvs 44% of online population
46%
owns a Samsung phonevs 31% of online population
35%
has subscriptionvs 29% of online population
52%
has very positivebrand attitudevs 19% of gamers
30%
* DATA SOURCES - NEWZOO RESEARCHES AND ESFORCE ESTIMATION
16-36 YRS85% OF ENTHUSIASTS
195MOCCASIONAL VIEWERS
390MTOTAL AUDIENCE
195MENTHUSIASTS
85%MALES
AUDIENCE PROFILE (US)
E-SPORTS TALENTS AS OPINION LEADERS
WANT TO EXPLORE TEAMS PARTNERS PRODUCTS AND
SERVICES
MAKE PURCHASING DECISIONS BASED DIRECTLY
ON SPONSORSHIP BRAND EXPOSURE
WHEN IT COMES TO BUYING PRODUCTS OR SERVICES E-SPORTS
PLAYERS ARE ROLE MODELS FOR MILLIONS OF ADMIRERS
* DATA SOURCES - STEELSERIES RESEARCHES
NOTEABLE PRIZE MONEY IN 2015
Kentucky Derby The Master Wimbledon DoTA 2The International
0
$5M
$10M
$15M
$20M
MILLION VIEWERS IN 2015
0
LOL World Finals
10 20 30 40
DoTA 2 International
CS:GO ESL Cologne
NBA Finals
The Masters
MLB World Series
NHL Stanley Cup
E-S
PO
RTS
TRA
DIT
ION
ALS
SP
OR
TS
SPORTS INDUSTRY~$160BLN
VIDEO GAMES INDUSTRY~$120BLN
E-SPORTS INDUSTRY~$8BLN
SPORTS INDUSTRY~$152BLN
VIDEO GAMES INDUSTRY~$100BLN
E-SPORTS INDUSTRY~$1BLN
MARKET GROWTH
20202015
60%
50%
40%
30%
20%
10%
0%10-20 21-35 36-50 51-65
POPULARITY OF (E) SPORTS BY AGES**
AMERICAN FOOTBALL
BASKETBALL
BASEBALLICE HOCKEY
E-SPORTS
5,5
17
18
20
27
31
36
9M
2M
11M
20M
SPORTS VS E-SPORTS
* DATA SOURCES - NEWZOO RESEARCHES; ESFORCE ESTIMATION; OPEN SOURCES DATA (TOURNAMENTS, LEAGUES)** US
BRANDS
WORLD TOP BRANDS ARE ALREADY IN E-SPORTS
MORE AND MORE NON-ENDEMIC BRANDS ARE COMING INTO E-SPORTS EVERY YEAR
ENDEMIC
NON-ENDEMIC
NON-ENDEMIC CASES
TOP E-SPORTS GAMES
GAME MONTHLY PLAYERS TOTAL PLAYERS TOTAL HOURS WATCHED SHARE E-SPORTS
100M
9,5M
11M
N/A
N/A
N/A
N/A
N/A
28M
102M
70M
N/A
30M
20M
100M
50M
37M
36M
5M
22M
5M
28%
46%
37%
12%
43%
7%
25%
E-SPORTS TEAMS OVERVIEW
OVERVIEW
100+ PROFESSIONAL TEAMS ON E-SPORTS MARKET
16,4M
575M
2M
4,5M
3,8M
3,1M
1,7M
1,3M
1,2M
1,1M
1M
880k
700k
640k
490k
360k
350k
337M
220M
178M
153M
91M
78M
75M
3,8M
2,8M
2,5M
2M
1,9M
1,9M
1,8M
1,7M
TOP E-SPORTS TEAMS
WEBSITE VISITS* SOCIAL MEDIA FANS**
LIVE BROADCAST & YOUTUBE VIEWS***
PLAYERS’ SOCIAL MEDIA FANS**
*AVERAGE BASED ON LAST 3 MONTHS **TOTAL ***ALL CHANNELS, ALL TIME TOTAL
$6,3M$7,3MPRIZE MONEY WON ** $15,5M $5,1M$5,2M
TOP E-SPORTS PLAYERS
0 3M
scumper (OpTic Gaming)
brTT (RED Canids)
Faker (SK Telecom T1)
xPeke (Origen)
Dendi (Natus Vincere)
kami (paiN Gaming)
GeT_RiGhT (Ninjas in Pyjamas)
Rekkles (Fnatic)
FalleN (SK Gaming)
s1mple (Natus Vincere)
1M 2M
Bjergsen (Team SoloMid)
pashaBiceps (Virtus Pro)
~2,7M
~2,1M
~1,8M
~1,5M
~1,4M
~1,4M
~1,3M
~1,2M
~1,2M
~1,2M
~1M
~0,7M
TOP PLAYERS FANBASE
E-SPORTS PLAYERS ARE TRENDSETTERS FOR MILLIONS OF FANS
SPONSORSHIP PACKAGE PRICE RANGE $150K - $1M
SPONSORSHIP PROMOTIONDIGITAL & IN-GAME
BRANDING
PLAYERS PROMOTION
CO-BRANDED PRODUCTS
UNIFORM BRANDING
GAMING HOUSE BRANDING
PROMO CAMPAIGNS
LIVE BROADCASTPROMOTION
CELEBRITY VIDEOS
TEAMS SPONSORSHIP PROMOTION KIT
TEAMS SPONSORSHIP PROMOTION KIT
TEAMS EVALUATION
21 TOP TEAMS REACH VALUE
~$50M+
SOCIAL MEDIA FANS**
LIVE BROADCAST & YOUTUBE VIEWS***
PLAYERS’ SOCIAL MEDIA FANS**
WEBSITE VISITS*
1,6B 26M
23M23M
*AVERAGE BASED ON LAST 3 MONTHS **TOTAL
***ALL CHANNELS, ALL TIME TOTAL
TOP E-SPORTS PLAYERS & TALENTS
SPONSORSHIP INVENTORY
AND MEDIA RIGHTS
E-SPORTS TOURNAMENTS OVERVIEW
OVERVIEW
MAJOR TOURNAMENTS COVER 95% OF E-SPORTS AUDIENCE
NORTH AMERICAWESTERN EUROPE EASTERN EUROPE
ASIA
3-5MUNIQUE VIEWS
15-30MVIEWS
PER TOP EVENT
EVENTS SPONSORSHIP PROMOTION KIT
SPONSORSHIP PACKAGE PRICE RANGE $100K - $5M / PER EVENT
SPONSORSHIP PROMOTION
OFFLINE
BRANDING (PRESS-WALLS, TICKETS, MERCHANDISE)
PRODUCT PLACEMENT
SPECIAL PROMO SPONSOR SHOWS
VIDEOS ON VENUE
LIVE BROADCAST
PROMOTION DURING STREAMS (BANNERS, PRE-ROLLS, CHAT-ADS)
STUDIO BRANDING
CASTERS PROMOTION
IN-GAME BRANDING & ADS
DIGITAL
DIGITAL MEDIA BRANDING & BANNERS (WEB-SITE, SOCIAL MEDIA, YOUTUBE)
PROMO POSTS IN SOCIAL MEDIA
PROMO STANDS (BOOTH’S)
STAGE BRANDING
PROMO VIDEOS PRODUCTION
EVENTS SPONSORSHIP PROMOTION KIT
LEAGUES AND TOURNAMENTS EVALUATION
~370M95% OF E-SPORTS
FANS & ENTHUSIASTS
MAIN EVENTS REACH VALUE
~$200M+SPONSORSHIP
INVENTORY AND MEDIA RIGHTS
OTHER PROMOTIONAL POSSIBILITIES IN E-SPORTS
OTHER PROMOTION POSSIBILITIES IN E-SPORTS
PRO AMATEUR EVENTS
AND MILLIONS OF OTHERS
BROADCASTING STUDIOS
PROFESSIONAL PLAYERS, E-SPORTS TALENTS AND
CELEBRITIES
BRAND INTEGRATIONS EXAMPLES & EVALUATION
HYPERX
KEY PLAYER ON E-SPORTS SPONSORSHIP MARKET WITH WORLDWIDE FOCUS
SPONSORED E-SPORTS TOURNAMENTS
SPENDING EVALUATION
SPONSORED E-SPORTS TEAMS
~$3,5-4M
+ OTHER LOCAL MARKETS EVENTS
+ OTHER LOCAL MARKETS TEAMS
MSI
MODERATE INVESTMENT IN E-SPORTS WITH FOCUS ON EVENTS AND LOCAL TEAMS
SPONSORED E-SPORTS TOURNAMENTS
SPENDING EVALUATION
SPONSORED E-SPORTS TEAMS
~$600-900k
ASUS
FOCUSES ON OWN IP TOURNAMENTS, HIGH-QUALITY TOURNAMENTS AND E-SPORTS TEAMS
SPONSORED E-SPORTS TOURNAMENTS
SPENDING EVALUATION
SPONSORED E-SPORTS TEAMS
SPONSORSHIP
+ OWN TOURNAMENT ORGANIZATION
EXPANSES
~$800k-1MOWN ASUS TOURNAMENT
THANK YOU FOR ATTENTION!
THE LAST QUESTION IS…
WHENWILL YOU BE IN E-SPORTS?
CONTACTS
AndreyCherednychenkoNA`VI Head of Partnerships
facebook.com/andriy.cherednychenko